Meow Mix

Reviving a Legacy Brand

Meow Mix has been a household name to almost every cat owner for years, but the cat food shelves of today have become saturated with competition.

To get Meow Mix back into the conversation in a big way, while bringing cat lovers closer to their cats, we created a Kickstarter-style platform specifically for cat ideas. We called it Catstarter.

Starting with three innovations, Meow Mix Catstarter let the Internet choose which project deserved to be made. Visitors to the site were even able to submit their own Catstarter ideas. Once the Internet had spoken, Meow Mix began producing the winning idea – Hot Keys – and those who backed it had a chance to win it. Catstarter was a huge success, reestablishing Meow Mix as a leader in cat food and deepening the bond between cats and owners.